global marketing management

Russian Standard vodka was initially designed to target middle-class and premium segment consumers. With its price exceeding the average price of other vodka brands in the Russian market, Russian standard had a goal to familiarize Russian consumers with superior quality vodka products and show them that Russian vodka manufacturers could deliver a product, which reflected the continuity of Russian alcoholic traditions, while also looking forward into the future. The choice of target consumers was not accidental and contributed to the Russian Standard brands continued success in Russia. First, vodka has historically been a predominantly male product, and targeting males in their 30-40s would let Russian Standard cover the most attractive customer segment (Grigorian). Second, following the